With the current wave of artificial intelligence (AI) tools and products constantly growing, so does the rise of deepfakes, hyper-realistic videos that use AI to replicate the voice or appearance of a person. While some deepfakes are created to entertain or satire, some others have gone down the dark side to be used to mislead the audience or advertise fraud. In recent years, we have seen many fake ads featuring celebrities like Elon Musk, created to make people invest in fraudulent or questionable products.
YouTube has also officially launched a new tool to address this increasing problem, called Likeness Detection. The system will help creators identify and take action against unauthorized uses of their image or voice on the platform.
According to YouTube, the feature has been tested for months but is now available to many creators. Its purpose is simple, but powerful to protect creators from impersonation, misinformation, and unauthorized content generated by AI.
In a video shared on YouTube’s Creator Insider channel, the company detailed how the feature works. Creators can sign up by visiting the Likeness tab and accepting the data processing terms. Once enrolled, YouTube will request a photo ID and a short selfie video, both used by the system’s AI to identify videos that might be imitating or impersonating the creator.
Once the system is active, YouTube will notify creators whenever a video containing their likeness or voice is detected. From there, they can submit a removal request under the YouTube privacy policy. Creators can also file a copyright claim directly through the same dashboard if the misuse is pervasive or commercial in nature.
Also, Participation in Likeness Detection is optional. Creators can withdraw at any time, and within 24 hours of their withdrawal request, YouTube will stop scanning for impersonation.
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